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REI’s E-Commerce UX

This is a case study of REI’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape

REI’s Product Lists & Filtering performance is acceptable. Notably, REI’s product list performance is hampered by poor Loading Products and Comparison Tool, although this is helped somewhat by state of the art Filtering: Scope & Logic and good Sorting.

REI’s Product Page performance is decent. It is especially a state of the art Product Images, good The ‘Buy’ Section, and good User Reviews that helps REI’s product page UX. Do, however, watch out for their poor Product Variations performance.

REI’s Cart & Checkout performance is mediocre. Notably, REI’s checkout performance is hampered by poor Credit Card Form and Field Design & Features, although this is helped somewhat by state of the art Cross-Sells and good Shipping & Store Pickup.

These 15 ‘Homepage’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 15 elements necessary to create a high-performing ‘Homepage’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #237
Adhered Low
·
Score: 16.6

Guideline #240
Violated High
·
Score: -23.7

Guideline #242
Issue Resolved
·
Score: 23.7

Guideline #248
Violated Low
·
Score: -11.8

Guideline #235
Adhered High
·
Score: 14.2

Guideline #238
Adhered High
·
Score: 23.7

Guideline #236
Not Applicable
·
Score: 0.0

Guideline #246
Adhered High
·
Score: 23.7

Guideline #249
Neutral
·
Score: 0.0

Guideline #245
Issue Resolved
·
Score: 23.7

Guideline #241
Adhered Low
·
Score: 7.1

Guideline #247
Not Applicable
·
Score: 0.0

Guideline #239
Not Applicable
·
Score: 0.0

Guideline #264
Neutral
·
Score: 0.0

Guideline #257
Adhered High
·
Score: 14.2

Category Taxonomy:
14 guidelines
·
Score: 291.3

These 14 ‘Category Taxonomy’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 14 elements necessary to create a high-performing ‘Category Taxonomy’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #253
Adhered High
·
Score: 33.2

Guideline #261
Adhered High
·
Score: 23.7

Guideline #263
Adhered High
·
Score: 33.2

Guideline #266
Adhered High
·
Score: 23.7

Guideline #267
Not Applicable
·
Score: 0.0

Guideline #268
Adhered High
·
Score: 28.4

Guideline #259
Adhered High
·
Score: 37.9

Guideline #282
Adhered High
·
Score: 23.7

Guideline #286
Adhered High
·
Score: 23.7

Guideline #274
Not Applicable
·
Score: 0.0

Guideline #251
Adhered Low
·
Score: 11.8

Guideline #278
Adhered High
·
Score: 18.9

Guideline #277
Issue Resolved
·
Score: 18.9

Guideline #318
Issue Resolved
·
Score: 14.2

Main Navigation:
16 guidelines
·
Score: 298.4

‘State of the Art’

These 16 ‘Main Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 16 elements necessary to create a high-performing ‘Main Navigation’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #287
Adhered High
·
Score: 33.2

Guideline #294
Adhered High
·
Score: 37.9

Guideline #302
Adhered High
·
Score: 33.2

Guideline #289
Adhered High
·
Score: 23.7

Guideline #288
Violated Low
·
Score: -14.2

Guideline #303
Adhered High
·
Score: 28.4

Guideline #298
Issue Resolved
·
Score: 28.4

Guideline #291
Adhered High
·
Score: 23.7

Guideline #297
Not Applicable
·
Score: 0.0

Guideline #256
Issue Resolved
·
Score: 23.7

Guideline #304
Issue Resolved
·
Score: 23.7

Guideline #305
Adhered High
·
Score: 18.9

Guideline #296
Adhered High
·
Score: 18.9

Guideline #299
Issue Resolved
·
Score: 14.2

Guideline #306
Issue Resolved
·
Score: 14.2

Guideline #300
Violated High
·
Score: -9.5

Intermediary Category Pages:
6 guidelines
·
Score: 85.3

These 6 ‘Intermediary Category Pages’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 6 elements necessary to create a high-performing ‘Intermediary Category Pages’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #307
Adhered High
·
Score: 37.9

Guideline #309
Not Applicable
·
Score: 0.0

Guideline #308
Adhered High
·
Score: 23.7

Guideline #311
Adhered High
·
Score: 23.7

Guideline #312
Not Applicable
·
Score: 0.0

Guideline #310
Not Applicable
·
Score: 0.0

Site-Wide Layout:
11 guidelines
·
Score: 106.6

These 11 ‘Site-Wide Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 11 elements necessary to create a high-performing ‘Site-Wide Layout’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #279
Adhered High
·
Score: 23.7

Guideline #258
Issue Resolved
·
Score: 37.9

Guideline #252
Adhered High
·
Score: 23.7

Guideline #250
Adhered Low
·
Score: 9.5

Guideline #293
Violated High
·
Score: -18.9

Guideline #290
Adhered High
·
Score: 14.2

Guideline #284
Violated Low
·
Score: -7.1

Guideline #260
Adhered High
·
Score: 14.2

Guideline #255
Violated High
·
Score: -9.5

Guideline #273
Adhered High
·
Score: 18.9

Guideline #940
Not Applicable
·
Score: 0.0

On-Site Search:
49 guidelines
·
Score: 171.2

Search Query Types:
12 guidelines
·
Score: 114.2

These 12 ‘Search Query Types’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 12 elements necessary to create a high-performing ‘Search Query Types’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #333
Adhered High
·
Score: 53.7

Guideline #334
Violated Low
·
Score: -26.9

Guideline #340
Adhered High
·
Score: 33.6

Guideline #335
Adhered High
·
Score: 33.6

Guideline #337
Not Applicable
·
Score: 0.0

Guideline #341
Not Applicable
·
Score: 0.0

Guideline #344
Violated High
·
Score: -47.0

Guideline #399
Adhered High
·
Score: 33.6

Guideline #338
Not Applicable
·
Score: 0.0

Guideline #347
Not Applicable
·
Score: 0.0

Guideline #342
Adhered High
·
Score: 33.6

Guideline #398
Not Applicable
·
Score: 0.0

Search Form & Logic:
10 guidelines
·
Score: 3.4

These 10 ‘Search Form & Logic’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 10 elements necessary to create a high-performing ‘Search Form & Logic’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #336
Not Applicable
·
Score: 0.0

Guideline #346
Violated High
·
Score: -40.3

Guideline #349
Adhered Low
·
Score: 16.8

Guideline #407
Neutral
·
Score: 0.0

Guideline #339
Issue Resolved
·
Score: 33.6

Guideline #343
Not Applicable
·
Score: 0.0

Guideline #351
Violated High
·
Score: -33.6

Guideline #348
Adhered High
·
Score: 26.9

Guideline #350
Not Applicable
·
Score: 0.0

Guideline #352
Not Applicable
·
Score: 0.0

Search Autocomplete:
7 guidelines
·
Score: 114.2

These 7 ‘Search Autocomplete’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 7 elements necessary to create a high-performing ‘Search Autocomplete’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #359
Adhered High
·
Score: 40.3

Guideline #404
Adhered Low
·
Score: 20.1

Guideline #361
Violated High
·
Score: -20.1

Guideline #356
Issue Resolved
·
Score: 33.6

Guideline #369
Violated Low
·
Score: -20.1

Guideline #368
Adhered High
·
Score: 33.6

Guideline #363
Adhered High
·
Score: 26.9

Results Logic & Guidance:
8 guidelines
·
Score: 80.6

These 8 ‘Results Logic & Guidance’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 8 elements necessary to create a high-performing ‘Results Logic & Guidance’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #358
Adhered High
·
Score: 47.0

Guideline #362
Adhered Low
·
Score: 23.5

Guideline #370
Violated High
·
Score: -40.3

Guideline #367
Not Applicable
·
Score: 0.0

Guideline #355
Neutral
·
Score: 0.0

Guideline #394
Adhered Low
·
Score: 16.8

Guideline #365
Issue Resolved
·
Score: 33.6

Guideline #371
Not Applicable
·
Score: 0.0

Results Layout & Filtering:
12 guidelines
·
Score: -141.0

These 12 ‘Results Layout & Filtering’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 12 elements necessary to create a high-performing ‘Results Layout & Filtering’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #382
Violated High
·
Score: -33.6

Guideline #379
Violated High
·
Score: -53.7

Guideline #386
Violated High
·
Score: -47.0

Guideline #381
Neutral
·
Score: 0.0

Guideline #377
Violated Low
·
Score: -16.8

Guideline #376
Adhered High
·
Score: 53.7

Guideline #403
Violated Low
·
Score: -23.5

Guideline #393
Violated High
·
Score: -33.6

Guideline #406
Not Applicable
·
Score: 0.0

Guideline #378
Neutral
·
Score: 0.0

Guideline #401
Violated High
·
Score: -26.9

Guideline #402
Adhered High
·
Score: 40.3

Product Lists & Filtering:
94 guidelines
·
Score: 436.8

List Layout:
7 guidelines
·
Score: 72.8

These 7 ‘List Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 7 elements necessary to create a high-performing ‘List Layout’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #541
Violated Low
·
Score: -21.6

Guideline #533
Adhered Low
·
Score: 16.2

Guideline #531
Adhered Low
·
Score: 13.5

Guideline #537
Adhered High
·
Score: 27.0

Guideline #535
Not Applicable
·
Score: 0.0

Guideline #536
Not Applicable
·
Score: 0.0

Guideline #862
Adhered High
·
Score: 37.7

Loading Products:
5 guidelines
·
Score: -32.4

These 5 ‘Loading Products’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘Loading Products’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #501
Violated High
·
Score: -32.4

Guideline #502
Adhered High
·
Score: 32.4

Guideline #503
Violated High
·
Score: -16.2

Guideline #504
Violated High
·
Score: -32.4

Guideline #505
Adhered High
·
Score: 16.2

List Items: Product Info & Thumbnails:
16 guidelines
·
Score: 70.1

These 16 ‘List Items: Product Info & Thumbnails’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 16 elements necessary to create a high-performing ‘List Items: Product Info & Thumbnails’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #440
Violated High
·
Score: -43.1

Guideline #421
Not Applicable
·
Score: 0.0

Guideline #443
Violated Low
·
Score: -18.9

Guideline #446
Not Applicable
·
Score: 0.0

Guideline #422
Adhered High
·
Score: 32.4

Guideline #441
Adhered High
·
Score: 27.0

Guideline #447
Not Applicable
·
Score: 0.0

Guideline #444
Not Applicable
·
Score: 0.0

Guideline #455
Not Applicable
·
Score: 0.0

Guideline #445
Adhered High
·
Score: 37.7

Guideline #457
Not Applicable
·
Score: 0.0

Guideline #463
Not Applicable
·
Score: 0.0

Guideline #456
Adhered Low
·
Score: 13.5

Guideline #458
Not Applicable
·
Score: 0.0

Guideline #459
Issue Resolved
·
Score: 21.6

Guideline #462
Not Applicable
·
Score: 0.0

List Items: Interface & Hit Areas:
10 guidelines
·
Score: -53.9

These 10 ‘List Items: Interface & Hit Areas’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 10 elements necessary to create a high-performing ‘List Items: Interface & Hit Areas’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #448
Violated High
·
Score: -37.7

Guideline #528
Not Applicable
·
Score: 0.0

Guideline #452
Adhered High
·
Score: 27.0

Guideline #450
Violated Low
·
Score: -13.5

Guideline #449
Violated Low
·
Score: -13.5

Guideline #525
Violated Low
·
Score: -13.5

Guideline #527
Violated High
·
Score: -27.0

Guideline #529
Issue Resolved
·
Score: 32.4

Guideline #530
Violated Low
·
Score: -8.1

Guideline #526
Not Applicable
·
Score: 0.0

List Items: Personalization:
5 guidelines
·
Score: -32.4

These 5 ‘List Items: Personalization’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘List Items: Personalization’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #480
Violated High
·
Score: -37.7

Guideline #482
Adhered High
·
Score: 27.0

Guideline #483
Not Applicable
·
Score: 0.0

Guideline #485
Not Applicable
·
Score: 0.0

Guideline #484
Violated High
·
Score: -21.6

Filtering: Available Filters:
10 guidelines
·
Score: 91.7

These 10 ‘Filtering: Available Filters’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 10 elements necessary to create a high-performing ‘Filtering: Available Filters’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #409
Adhered High
·
Score: 43.1

Guideline #413
Adhered High
·
Score: 37.7

Guideline #418
Adhered High
·
Score: 37.7

Guideline #408
Not Applicable
·
Score: 0.0

Guideline #417
Not Applicable
·
Score: 0.0

Guideline #540
Not Applicable
·
Score: 0.0

Guideline #410
Not Applicable
·
Score: 0.0

Guideline #414
Adhered High
·
Score: 27.0

Guideline #416
Violated High
·
Score: -27.0

Guideline #415
Violated High
·
Score: -27.0

Filtering: Scope & Logic:
14 guidelines
·
Score: 226.5

‘State of the Art’

These 14 ‘Filtering: Scope & Logic’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 14 elements necessary to create a high-performing ‘Filtering: Scope & Logic’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #424
Adhered High
·
Score: 37.7

Guideline #427
Adhered High
·
Score: 37.7

Guideline #433
Not Applicable
·
Score: 0.0

Guideline #423
Not Applicable
·
Score: 0.0

Guideline #430
Not Applicable
·
Score: 0.0

Guideline #428
Adhered High
·
Score: 21.6

Guideline #432
Not Applicable
·
Score: 0.0

Guideline #429
Adhered High
·
Score: 10.8

Guideline #436
Adhered High
·
Score: 10.8

Guideline #439
Not Applicable
·
Score: 0.0

Guideline #488
Adhered High
·
Score: 27.0

Guideline #492
Adhered High
·
Score: 27.0

Guideline #493
Adhered High
·
Score: 27.0

Guideline #486
Adhered High
·
Score: 27.0

Filtering: Interface & Layout:
11 guidelines
·
Score: 37.7

These 11 ‘Filtering: Interface & Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 11 elements necessary to create a high-performing ‘Filtering: Interface & Layout’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #468
Not Applicable
·
Score: 0.0

Guideline #474
Not Applicable
·
Score: 0.0

Guideline #470
Adhered High
·
Score: 37.7

Guideline #464
Violated Low
·
Score: -13.5

Guideline #467
Adhered High
·
Score: 27.0

Guideline #475
Violated High
·
Score: -27.0

Guideline #479
Adhered Low
·
Score: 13.5

Guideline #476
Not Applicable
·
Score: 0.0

Guideline #465
Issue Resolved
·
Score: 27.0

Guideline #471
Violated High
·
Score: -27.0

Guideline #472
Not Applicable
·
Score: 0.0

Sorting:
11 guidelines
·
Score: 102.5

These 11 ‘Sorting’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 11 elements necessary to create a high-performing ‘Sorting’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #510
Adhered High
·
Score: 43.1

Guideline #511
Violated High
·
Score: -37.7

Guideline #539
Adhered High
·
Score: 21.6

Guideline #514
Adhered High
·
Score: 27.0

Guideline #513
Adhered High
·
Score: 27.0

Guideline #509
Violated High
·
Score: -27.0

Guideline #521
Adhered High
·
Score: 27.0

Guideline #517
Adhered High
·
Score: 21.6

Guideline #515
Not Applicable
·
Score: 0.0

Guideline #516
Not Applicable
·
Score: 0.0

Guideline #523
Not Applicable
·
Score: 0.0

Comparison Tool:
5 guidelines
·
Score: -45.8

These 5 ‘Comparison Tool’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘Comparison Tool’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #495
Adhered High
·
Score: 37.7

Guideline #496
Violated High
·
Score: -27.0

Guideline #497
Violated Low
·
Score: -18.9

Guideline #499
Violated High
·
Score: -16.2

Guideline #498
Violated High
·
Score: -21.6

Product Page:
95 guidelines
·
Score: 783.6

Product Page Layout:
8 guidelines
·
Score: 20.7

These 8 ‘Product Page Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 8 elements necessary to create a high-performing ‘Product Page Layout’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #751
Not Applicable
·
Score: 0.0

Guideline #753
Not Applicable
·
Score: 0.0

Guideline #758
Adhered High
·
Score: 24.2

Guideline #757
Not Applicable
·
Score: 0.0

Guideline #784
Violated High
·
Score: -17.3

Guideline #738
Violated High
·
Score: -20.7

Guideline #766
Adhered High
·
Score: 17.3

Guideline #846
Issue Resolved
·
Score: 17.3

Product Images:
9 guidelines
·
Score: 162.2

‘State of the Art’

These 9 ‘Product Images’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Product Images’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #740
Adhered High
·
Score: 27.6

Guideline #741
Adhered High
·
Score: 24.2

Guideline #747
Adhered High
·
Score: 24.2

Guideline #755
Adhered High
·
Score: 17.3

Guideline #744
Not Applicable
·
Score: 0.0

Guideline #745
Adhered High
·
Score: 17.3

Guideline #752
Adhered High
·
Score: 17.3

Guideline #854
Issue Resolved
·
Score: 17.3

Guideline #756
Adhered High
·
Score: 17.3

Image Gallery UI:
10 guidelines
·
Score: 96.7

These 10 ‘Image Gallery UI’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 10 elements necessary to create a high-performing ‘Image Gallery UI’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #774
Adhered High
·
Score: 24.2

Guideline #771
Not Applicable
·
Score: 0.0

Guideline #776
Violated Low
·
Score: -12.1

Guideline #775
Adhered High
·
Score: 20.7

Guideline #779
Adhered High
·
Score: 17.3

Guideline #783
Adhered High
·
Score: 17.3

Guideline #781
Adhered Low
·
Score: 8.6

Guideline #773
Adhered High
·
Score: 10.4

Guideline #778
Not Applicable
·
Score: 0.0

Guideline #777
Adhered High
·
Score: 10.4

Product Video & 360-View:
4 guidelines
·
Score: 13.8

These 4 ‘Product Video & 360-View’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 4 elements necessary to create a high-performing ‘Product Video & 360-View’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #759
Adhered High
·
Score: 17.3

Guideline #770
Violated High
·
Score: -17.3

Guideline #760
Adhered High
·
Score: 13.8

Guideline #761
Not Applicable
·
Score: 0.0

The 'Buy' Section:
9 guidelines
·
Score: 96.7

These 9 ‘The 'Buy' Section’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘The 'Buy' Section’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #791
Adhered High
·
Score: 17.3

Guideline #795
Adhered High
·
Score: 24.2

Guideline #820
Adhered High
·
Score: 24.2

Guideline #798
Violated High
·
Score: -17.3

Guideline #817
Issue Resolved
·
Score: 17.3

Guideline #792
Adhered High
·
Score: 17.3

Guideline #816
Issue Resolved
·
Score: 17.3

Guideline #793
Not Applicable
·
Score: 0.0

Guideline #789
Violated Low
·
Score: -3.5

Shipping, Returns, and Gifting:
7 guidelines
·
Score: 24.2

These 7 ‘Shipping, Returns, and Gifting’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 7 elements necessary to create a high-performing ‘Shipping, Returns, and Gifting’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #825
Violated High
·
Score: -17.3

Guideline #826
Adhered High
·
Score: 17.3

Guideline #803
Adhered High
·
Score: 24.2

Guideline #836
Neutral
·
Score: 0.0

Guideline #804
Adhered High
·
Score: 10.4

Guideline #802
Violated High
·
Score: -10.4

Guideline #805
Not Applicable
·
Score: 0.0

Product Variations:
9 guidelines
·
Score: 15.5

These 9 ‘Product Variations’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Product Variations’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #848
Adhered High
·
Score: 24.2

Guideline #853
Violated High
·
Score: -17.3

Guideline #849
Adhered High
·
Score: 17.3

Guideline #837
Violated Low
·
Score: -8.6

Guideline #851
Not Applicable
·
Score: 0.0

Guideline #800
Not Applicable
·
Score: 0.0

Guideline #850
Adhered High
·
Score: 6.9

Guideline #852
Not Applicable
·
Score: 0.0

Guideline #856
Violated High
·
Score: -6.9

Product Descriptions:
7 guidelines
·
Score: 74.2

These 7 ‘Product Descriptions’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 7 elements necessary to create a high-performing ‘Product Descriptions’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #841
Adhered High
·
Score: 24.2

Guideline #843
Adhered High
·
Score: 24.2

Guideline #861
Not Applicable
·
Score: 0.0

Guideline #860
Adhered High
·
Score: 17.3

Guideline #845
Not Applicable
·
Score: 0.0

Guideline #844
Adhered High
·
Score: 17.3

Guideline #847
Violated Low
·
Score: -8.6

Specifications Sheet:
5 guidelines
·
Score: 51.8

These 5 ‘Specifications Sheet’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 5 elements necessary to create a high-performing ‘Specifications Sheet’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #858
Adhered High
·
Score: 24.2

Guideline #840
Violated High
·
Score: -17.3

Guideline #835
Adhered High
·
Score: 17.3

Guideline #839
Adhered High
·
Score: 17.3

Guideline #857
Adhered High
·
Score: 10.4

User Reviews:
13 guidelines
·
Score: 136.3

These 13 ‘User Reviews’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 13 elements necessary to create a high-performing ‘User Reviews’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #739
Adhered High
·
Score: 24.2

Guideline #743
Adhered High
·
Score: 24.2

Guideline #750
Adhered Low
·
Score: 13.8

Guideline #749
Adhered High
·
Score: 20.7

Guideline #768
Adhered High
·
Score: 17.3

Guideline #742
Violated High
·
Score: -17.3

Guideline #748
Violated Low
·
Score: -8.6

Guideline #785
Violated High
·
Score: -17.3

Guideline #767
Adhered High
·
Score: 17.3

Guideline #765
Adhered High
·
Score: 17.3

Guideline #746
Adhered High
·
Score: 17.3

Guideline #763
Adhered High
·
Score: 10.4

Guideline #786
Adhered High
·
Score: 17.3

Auxiliary Content:
5 guidelines
·
Score: 20.7

These 5 ‘Auxiliary Content’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 5 elements necessary to create a high-performing ‘Auxiliary Content’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #807
Violated High
·
Score: -24.2

Guideline #788
Adhered High
·
Score: 13.8

Guideline #787
Adhered High
·
Score: 17.3

Guideline #806
Not Applicable
·
Score: 0.0

Guideline #769
Adhered High
·
Score: 13.8

Cross-Sells & Cross-Navigation:
9 guidelines
·
Score: 70.8

These 9 ‘Cross-Sells & Cross-Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Cross-Sells & Cross-Navigation’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #810
Adhered High
·
Score: 17.3

Guideline #811
Adhered High
·
Score: 24.2

Guideline #828
Neutral
·
Score: 0.0

Guideline #813
Adhered High
·
Score: 17.3

Guideline #814
Adhered Low
·
Score: 8.6

Guideline #812
Violated High
·
Score: -17.3

Guideline #821
Not Applicable
·
Score: 0.0

Guideline #819
Issue Resolved
·
Score: 20.7

Guideline #827
Not Applicable
·
Score: 0.0

Cart & Checkout:
134 guidelines
·
Score: 362.5

Shopping Cart & “Added to Cart” Behavior:
10 guidelines
·
Score: 5.8

These 10 ‘Shopping Cart & “Added to Cart” Behavior’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Shopping Cart & “Added to Cart” Behavior’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #601
Violated High
·
Score: -14.6

Guideline #600
Issue Resolved
·
Score: 14.6

Guideline #602
Issue Resolved
·
Score: 14.6

Guideline #603
Violated High
·
Score: -14.6

Guideline #732
Violated High
·
Score: -20.4

Guideline #620
Adhered High
·
Score: 14.6

Guideline #623
Adhered Low
·
Score: 7.3

Guideline #622
Violated High
·
Score: -14.6

Guideline #673
Adhered Low
·
Score: 7.3

Guideline #624
Adhered High
·
Score: 11.6

Account Selection & Creation:
9 guidelines
·
Score: 23.3

These 9 ‘Account Selection & Creation’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 9 elements necessary to create a high-performing ‘Account Selection & Creation’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #637
Adhered High
·
Score: 20.4

Guideline #652
Violated Low
·
Score: -10.2

Guideline #639
Not Applicable
·
Score: 0.0

Guideline #677
Violated High
·
Score: -20.4

Guideline #638
Adhered High
·
Score: 14.6

Guideline #653
Adhered High
·
Score: 14.6

Guideline #676
Neutral
·
Score: 0.0

Guideline #665
Not Applicable
·
Score: 0.0

Guideline #640
Adhered Low
·
Score: 4.4

Customer & Address Information:
12 guidelines
·
Score: -20.4

These 12 ‘Customer & Address Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 12 elements necessary to create a high-performing ‘Customer & Address Information’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #731
Violated Low
·
Score: -10.2

Guideline #566
Violated High
·
Score: -23.3

Guideline #567
Not Applicable
·
Score: 0.0

Guideline #565
Adhered Low
·
Score: 10.2

Guideline #736
Issue Resolved
·
Score: 20.4

Guideline #561
Violated High
·
Score: -14.6

Guideline #558
Adhered High
·
Score: 14.6

Guideline #557
Violated High
·
Score: -14.6

Guideline #560
Neutral
·
Score: 0.0

Guideline #573
Violated High
·
Score: -11.6

Guideline #562
Not Applicable
·
Score: 0.0

Guideline #564
Adhered High
·
Score: 8.7

Gifting Flow & Features:
5 guidelines
·
Score: -1.5

These 5 ‘Gifting Flow & Features’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 5 elements necessary to create a high-performing ‘Gifting Flow & Features’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #647
Not Applicable
·
Score: 0.0

Guideline #650
Adhered High
·
Score: 14.6

Guideline #646
Violated Low
·
Score: -7.3

Guideline #649
Not Applicable
·
Score: 0.0

Guideline #645
Violated High
·
Score: -8.7

Shipping & Store Pickup:
11 guidelines
·
Score: 74.3

These 11 ‘Shipping & Store Pickup’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 11 elements necessary to create a high-performing ‘Shipping & Store Pickup’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #544
Adhered High
·
Score: 20.4

Guideline #547
Adhered High
·
Score: 17.5

Guideline #550
Adhered High
·
Score: 14.6

Guideline #543
Adhered High
·
Score: 14.6

Guideline #548
Violated Low
·
Score: -5.8

Guideline #549
Violated Low
·
Score: -2.9

Guideline #632
Adhered High
·
Score: 14.6

Guideline #633
Violated High
·
Score: -14.6

Guideline #631
Adhered High
·
Score: 14.6

Guideline #634
Violated Low
·
Score: -7.3

Guideline #635
Adhered High
·
Score: 8.7

Payment Flow & Methods (Incl. 3rd-Party):
8 guidelines
·
Score: -10.2

These 8 ‘Payment Flow & Methods (Incl. 3rd-Party)’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Payment Flow & Methods (Incl. 3rd-Party)’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #590
Violated Low
·
Score: -7.3

Guideline #671
Neutral
·
Score: 0.0

Guideline #617
Not Applicable
·
Score: 0.0

Guideline #615
Violated High
·
Score: -14.6

Guideline #616
Not Applicable
·
Score: 0.0

Guideline #672
Adhered Low
·
Score: 5.8

Guideline #586
Adhered Low
·
Score: 5.8

Guideline #589
Not Applicable
·
Score: 0.0

Credit Card Form:
10 guidelines
·
Score: -11.6

These 10 ‘Credit Card Form’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Credit Card Form’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #582
Violated High
·
Score: -20.4

Guideline #594
Violated High
·
Score: -20.4

Guideline #587
Violated High
·
Score: -20.4

Guideline #583
Adhered High
·
Score: 14.6

Guideline #588
Issue Resolved
·
Score: 14.6

Guideline #577
Neutral
·
Score: 0.0

Guideline #584
Adhered Low
·
Score: 7.3

Guideline #591
Adhered High
·
Score: 11.6

Guideline #585
Violated Low
·
Score: -4.4

Guideline #664
Adhered High
·
Score: 5.8

Order Review:
5 guidelines
·
Score: -18.9

These 5 ‘Order Review’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 5 elements necessary to create a high-performing ‘Order Review’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #552
Violated High
·
Score: -20.4

Guideline #556
Violated High
·
Score: -17.5

Guideline #545
Violated Low
·
Score: -7.3

Guideline #551
Adhered High
·
Score: 14.6

Guideline #553
Adhered High
·
Score: 11.6

Order Confirmation & E-Mail:
4 guidelines
·
Score: 10.2

These 4 ‘Order Confirmation & E-Mail’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 4 elements necessary to create a high-performing ‘Order Confirmation & E-Mail’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #599
Violated High
·
Score: -14.6

Guideline #596
Adhered High
·
Score: 11.6

Guideline #598
Adhered High
·
Score: 8.7

Guideline #597
Adhered Low
·
Score: 4.4

Form & Page Design:
10 guidelines
·
Score: 56.8

These 10 ‘Form & Page Design’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Form & Page Design’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #606
Violated Low
·
Score: -7.3

Guideline #611
Violated High
·
Score: -14.6

Guideline #687
Adhered High
·
Score: 11.6

Guideline #613
Issue Resolved
·
Score: 8.7

Guideline #607
Adhered Low
·
Score: 4.4

Guideline #608
Adhered High
·
Score: 8.7

Guideline #730
Adhered Low
·
Score: 10.2

Guideline #679
Issue Resolved
·
Score: 20.4

Guideline #668
Neutral
·
Score: 0.0

Guideline #733
Adhered High
·
Score: 14.6

User Interactions & Distractions:
10 guidelines
·
Score: 75.7

These 10 ‘User Interactions & Distractions’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘User Interactions & Distractions’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #696
Issue Resolved
·
Score: 20.4

Guideline #707
Adhered High
·
Score: 14.6

Guideline #609
Adhered High
·
Score: 14.6

Guideline #709
Adhered High
·
Score: 14.6

Guideline #726
Issue Resolved
·
Score: 17.5

Guideline #714
Not Applicable
·
Score: 0.0

Guideline #727
Violated High
·
Score: -20.4

Guideline #713
Adhered High
·
Score: 17.5

Guideline #657
Violated High
·
Score: -8.7

Guideline #699
Adhered High
·
Score: 5.8

Cross-Sells:
4 guidelines
·
Score: 58.2

‘State of the Art’

These 4 ‘Cross-Sells’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 4 elements necessary to create a high-performing ‘Cross-Sells’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #581
Issue Resolved
·
Score: 20.4

Guideline #579
Adhered High
·
Score: 14.6

Guideline #580
Issue Resolved
·
Score: 14.6

Guideline #578
Adhered High
·
Score: 8.7

Validation Errors & Data Persistence:
10 guidelines
·
Score: -4.4

These 10 ‘Validation Errors & Data Persistence’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Validation Errors & Data Persistence’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #720
Adhered High
·
Score: 23.3

Guideline #723
Violated High
·
Score: -23.3

Guideline #722
Violated High
·
Score: -20.4

Guideline #719
Violated Low
·
Score: -10.2

Guideline #721
Neutral
·
Score: 0.0

Guideline #718
Violated High
·
Score: -17.5

Guideline #625
Adhered High
·
Score: 17.5

Guideline #626
Adhered High
·
Score: 17.5

Guideline #627
Adhered High
·
Score: 8.7

Guideline #629
Not Applicable
·
Score: 0.0

Field Labels & Microcopy:
7 guidelines
·
Score: 43.7

These 7 ‘Field Labels & Microcopy’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 7 elements necessary to create a high-performing ‘Field Labels & Microcopy’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #686
Violated Low
·
Score: -11.6

Guideline #683
Adhered High
·
Score: 20.4

Guideline #681
Neutral
·
Score: 0.0

Guideline #685
Adhered High
·
Score: 11.6

Guideline #694
Adhered High
·
Score: 14.6

Guideline #690
Not Applicable
·
Score: 0.0

Guideline #689
Adhered High
·
Score: 8.7

Field Design & Features:
8 guidelines
·
Score: -13.1

These 8 ‘Field Design & Features’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Field Design & Features’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #674
Violated High
·
Score: -20.4

Guideline #659
Adhered Low
·
Score: 7.3

Guideline #669
Violated High
·
Score: -14.6

Guideline #660
Adhered High
·
Score: 14.6

Guideline #658
Neutral
·
Score: 0.0

Guideline #705
Not Applicable
·
Score: 0.0

Guideline #670
Violated High
·
Score: -8.7

Guideline #663
Issue Resolved
·
Score: 8.7

Default Values & Autocompletion:
8 guidelines
·
Score: 74.3

These 8 ‘Default Values & Autocompletion’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Default Values & Autocompletion’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #555
Adhered High
·
Score: 20.4

Guideline #554
Adhered High
·
Score: 17.5

Guideline #568
Issue Resolved
·
Score: 17.5

Guideline #576
Adhered High
·
Score: 14.6

Guideline #572
Not Applicable
·
Score: 0.0

Guideline #734
Violated Low
·
Score: -4.4

Guideline #618
Not Applicable
·
Score: 0.0

Guideline #571
Adhered High
·
Score: 8.7

Mobile E-Commerce:
144 guidelines
·
Score: 573.4

Mobile Homepage, Navigation, & Search:
12 guidelines
·
Score: 17.7

These 12 ‘Mobile Homepage, Navigation, & Search’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 12 elements necessary to create a high-performing ‘Mobile Homepage, Navigation, & Search’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #209
Violated Low
·
Score: -15.8

Guideline #116
Issue Resolved
·
Score: 31.5

Guideline #130
Violated Low
·
Score: -11.8

Guideline #228
Adhered High
·
Score: 19.7

Guideline #210
Violated High
·
Score: -27.6

Guideline #211
Violated High
·
Score: -31.5

Guideline #229
Adhered Low
·
Score: 13.8

Guideline #230
Adhered High
·
Score: 27.6

Guideline #203
Violated High
·
Score: -23.6

Guideline #166
Not Applicable
·
Score: 0.0

Guideline #93
Adhered High
·
Score: 15.8

Guideline #91
Adhered High
·
Score: 19.7

Mobile Product Lists:
15 guidelines
·
Score: 7.9

These 15 ‘Mobile Product Lists’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 15 elements necessary to create a high-performing ‘Mobile Product Lists’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #90
Adhered High
·
Score: 31.5

Guideline #89
Adhered Low
·
Score: 13.8

Guideline #79
Violated Low
·
Score: -11.8

Guideline #233
Adhered High
·
Score: 19.7

Guideline #87
Violated High
·
Score: -19.7

Guideline #76
Adhered Low
·
Score: 11.8

Guideline #80
Violated High
·
Score: -19.7

Guideline #143
Violated Low
·
Score: -9.9

Guideline #78
Not Applicable
·
Score: 0.0

Guideline #216
Not Applicable
·
Score: 0.0

Guideline #75
Neutral
·
Score: 0.0

Guideline #74
Violated High
·
Score: -7.9

Guideline #158
Not Applicable
·
Score: 0.0

Guideline #162
Not Applicable
·
Score: 0.0

Guideline #102
Not Applicable
·
Score: 0.0

Mobile Filtering & Sorting:
9 guidelines
·
Score: 69.0

These 9 ‘Mobile Filtering & Sorting’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 9 elements necessary to create a high-performing ‘Mobile Filtering & Sorting’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #212
Adhered High
·
Score: 27.6

Guideline #221
Adhered High
·
Score: 27.6

Guideline #215
Adhered High
·
Score: 19.7

Guideline #222
Violated High
·
Score: -19.7

Guideline #68
Violated Low
·
Score: -9.9

Guideline #232
Adhered High
·
Score: 19.7

Guideline #219
Violated Low
·
Score: -7.9

Guideline #213
Neutral
·
Score: 0.0

Guideline #142
Adhered High
·
Score: 11.8

Mobile Product Page Layouts:
6 guidelines
·
Score: 45.3

These 6 ‘Mobile Product Page Layouts’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 6 elements necessary to create a high-performing ‘Mobile Product Page Layouts’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

These 13 ‘Mobile Product Descriptions, Specs, & Images’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 13 elements necessary to create a high-performing ‘Mobile Product Descriptions, Specs, & Images’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #159
Not Applicable
·
Score: 0.0

Guideline #169
Violated High
·
Score: -15.8

Guideline #77
Not Applicable
·
Score: 0.0

Guideline #109
Adhered High
·
Score: 31.5

Guideline #110
Adhered High
·
Score: 27.6

Guideline #113
Adhered High
·
Score: 27.6

Guideline #112
Adhered High
·
Score: 15.8

Guideline #114
Adhered Low
·
Score: 3.9

Guideline #148
Adhered High
·
Score: 27.6

Guideline #133
Adhered High
·
Score: 19.7

Guideline #134
Not Applicable
·
Score: 0.0

Guideline #164
Not Applicable
·
Score: 0.0

Guideline #163
Not Applicable
·
Score: 0.0

Mobile Shopping Cart, Cost & Account:
10 guidelines
·
Score: 5.9

These 10 ‘Mobile Shopping Cart, Cost & Account’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 10 elements necessary to create a high-performing ‘Mobile Shopping Cart, Cost & Account’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #208
Adhered Low
·
Score: 9.9

Guideline #140
Adhered Low
·
Score: 5.9

Guideline #104
Adhered Low
·
Score: 15.8

Guideline #103
Not Applicable
·
Score: 0.0

Guideline #107
Not Applicable
·
Score: 0.0

Guideline #106
Not Applicable
·
Score: 0.0

Guideline #127
Violated High
·
Score: -19.7

Guideline #179
Adhered High
·
Score: 27.6

Guideline #180
Violated Low
·
Score: -13.8

Guideline #185
Violated High
·
Score: -19.7

Mobile Checkout Information:
15 guidelines
·
Score: 53.2

These 15 ‘Mobile Checkout Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 15 elements necessary to create a high-performing ‘Mobile Checkout Information’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #120
Not Applicable
·
Score: 0.0

Guideline #108
Adhered High
·
Score: 27.6

Guideline #168
Adhered High
·
Score: 23.6

Guideline #167
Violated High
·
Score: -23.6

Guideline #139
Violated Low
·
Score: -11.8

Guideline #150
Not Applicable
·
Score: 0.0

Guideline #205
Adhered High
·
Score: 19.7

Guideline #118
Adhered High
·
Score: 19.7

Guideline #194
Neutral
·
Score: 0.0

Guideline #192
Adhered High
·
Score: 7.9

Guideline #196
Violated High
·
Score: -7.9

Guideline #182
Adhered High
·
Score: 11.8

Guideline #193
Violated High
·
Score: -11.8

Guideline #161
Violated Low
·
Score: -7.9

Guideline #191
Adhered Low
·
Score: 5.9

Mobile Form Field Usability:
18 guidelines
·
Score: 193.1

These 18 ‘Mobile Form Field Usability’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 18 elements necessary to create a high-performing ‘Mobile Form Field Usability’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #186
Adhered High
·
Score: 27.6

Guideline #190
Adhered High
·
Score: 23.6

Guideline #121
Adhered High
·
Score: 19.7

Guideline #183
Adhered High
·
Score: 27.6

Guideline #189
Adhered High
·
Score: 19.7

Guideline #128
Violated High
·
Score: -15.8

Guideline #187
Adhered High
·
Score: 7.9

Guideline #165
Adhered High
·
Score: 7.9

Guideline #181
Not Applicable
·
Score: 0.0

Guideline #197
Not Applicable
·
Score: 0.0

Guideline #155
Violated Low
·
Score: -15.8

Guideline #156
Adhered High
·
Score: 31.5

Guideline #160
Adhered High
·
Score: 27.6

Guideline #157
Adhered Low
·
Score: 11.8

Guideline #145
Adhered High
·
Score: 23.6

Guideline #171
Violated High
·
Score: -19.7

Guideline #184
Adhered High
·
Score: 15.8

Guideline #220
Not Applicable
·
Score: 0.0

Touch Keyboards:
5 guidelines
·
Score: 27.6

These 5 ‘Touch Keyboards’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 5 elements necessary to create a high-performing ‘Touch Keyboards’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #71
Adhered High
·
Score: 23.6

Guideline #65
Violated High
·
Score: -23.6

Guideline #69
Adhered High
·
Score: 15.8

Guideline #70
Adhered High
·
Score: 7.9

Guideline #66
Adhered Low
·
Score: 3.9

Mobile Validation Errors:
7 guidelines
·
Score: 15.8

These 7 ‘Mobile Validation Errors’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 7 elements necessary to create a high-performing ‘Mobile Validation Errors’ implementation.

Premium also shows you why REI and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #119
Adhered High
·
Score: 27.6

Guideline #224
Violated High
·
Score: -31.5

Guideline #226
Adhered High
·
Score: 23.6

Guideline #225
Violated High
·
Score: -19.7

Guideline #223
Adhered High
·
Score: 15.8

Guideline #227
Not Applicable
·
Score: 0.0

Guideline #175
Not Applicable
·
Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, REI’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

To read each guideline and review your own sites, you’ll need to get full access.

REI’s Desktop E-Commerce Design

27 pages of REI’s e-commerce site, marked up with 299 best practice examples

Industry Comparison: Sports, Toys & Hobbies

Overall REI ranks 8 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and is the best performing site in the Sports, Toys & Hobbies industry.